Time was when Lynx said menkind’s sole concern was attracting women; now they’re happy to admit it’s a little more complicated than that. This ad is inspired by Google searches encompassing fashion, mental health, and sexuality. It’s shot with commendable urgency - we just hope the brand haven’t been snooping on their customers’ browser histories.

Qantas"Dreamliner"

Miles said:

Starts off promisingly and then crash lands into burning flames of cheesey shmaltz.

Time was when Lynx said menkind’s sole concern was attracting women; now they’re happy to admit it’s a little more complicated than that. This ad is inspired by Google searches encompassing fashion, mental health, and sexuality. It’s shot with commendable urgency - we just hope the brand haven’t been snooping on their customers’ browser histories.

It was only a matter of time before Lynx's 'Men in Progress' series tackled crying. As you'd expect, the interviewees provide both affecting and humorous insights into their more emotional moments. Bobby Petta's powerful contribution, however, takes us by surprise. It's a raw sequence, yet it encapsulates the film's candid tone.

Episode eight of Lynx’s conversational series asks what it takes to become a man… whatever that is. There are no solid answers - some are profound, others humorous - but therein lies this campaign’s strength. Brands such as Lynx recognise that the male outlook is changing, and this series provides an engaging platform for such men in progress.

This is the first time women have featured in Lynx’s engaging ‘Men in Progress’ series. They’re not flocking towards a bloke covering himself with deodorant, either... how times have changed. These couples chat about what makes their relationships tick, and we particularly like the couple whose revelations cover everything from soup to sexual prowess.

Nicknames can be both a blessing and a curse... more so the latter, if you're this lot. This droll addition to Lynx's 'Men in Progress' series explores the endearing and not so endearing monikers blokes encounter in their lives. Such witty designations include 'Dennis the Menace', 'Taf' (or 'fat' backwards), 'Shredded Wheat', and the effortlessly colourful 'C*ntfeatures'. With friends like these, eh?

Lynx shows its sensitive side once again in a film giving a voice to men who have been affected by body issues more often associated with women. There's no question that many young people feel under pressure to meet impossible ideals and the testimony of those speaking up here suggests a coming crisis. Campaigning films like this begin the process of redressing the balance.

The latest instalment in Lynx's enjoyable series on modern manhood focuses on definitions of masculinity. Offering insightful, humorous, and off-beat takes on what maketh man in 2016, it's clear the dictionary needs to clear some space to accommodate the new way. Another well-composed and engaging episode from the brand, and one that concludes on a surprisingly festive endnote.

It seems Tommy here has found religion in the Free Hugs movement. The genial chap is shown embracing everyone within arms' reach, while the nicely-judged VO salutes this "serial hugger" and his aversion to handshakes. Once upon a time, Tommy would no doubt be engaging in racier pursuits, but the brand's more refined direction pitches him as a man in touch with his sensitive side.

Another thought-provoking film from Lynx focuses on fluid definitions of gender and sexuality in modern society. From rugby league star Keegan Hirst describing coming out to the sport to a cross-dresser determined to be a role model for his younger brother, the ad illustrates how being comfortable in one's skin is gradually becoming the norm rather than the exception.

Boxer Anthony Joshua, rugby league prop Keegan Hirst, and retired footballer Bobby Petta discuss what takes to excel in your chosen field in this steely ad for Lynx. Despite the machismo associated with their respective pursuits, each sportsman underlines the maturity and self-control required to achieve one's potential. It's another focused examination of male archetypes from the brand aided by the participants' eloquent observations.

With the 'Lynx Effect' effectively confined to the rear of the bathroom cabinet, the deodorant brand continue their noteworthy shift towards a more perceptive approach to masculinity with a series of films under the banner of 'Men in Progress'. No longer a fixed notion in modern society, it's an evolving concept.

Lynx have taken to life at the grown-up table like a fragrant duck to water. OTT babe-magnetry has been traded in for a sleeker, more considered approach to comedy. Following scenarios featuring trial by wasabi and eclectic portrayals of self-confidence, the brand present an amusing ditty inspired by James Blunt's 'You're Beautiful'.

Some hip young dudes bust some moves on roller skates up on the roof of some industrial building or other, having boosted their attitude with a daily dose of Lynx. The brand has moved completely away from its humorous approach and now seems more like a guys' version of tampon advertising... that's something we never thought we'd see.

The lights are off, but everyone's home in this arresting collaboration between Lynx and Vice. These fans don't need to worry about getting the best view of the stage as this Seekae gig unfolds in total darkness. Thanks to a combination of thermal imaging and night vision cameras, we get to see how the remaining senses receive an unorthodox workout.

Lynx really is growing up as a brand. After a long-running, wonderfully OTT campaign featuring all manner of epic scenarios, it has graduated to moody black and white to reflect a more controlled, sensual humour. In this spot, a handsome guy has a fiery encounter in a noodle bar and his handling of the situation is brilliantly depicted with the perfect degree of restraint.

Another dynamic piece of work from a campaign that really gives Lynx's Black range a clear and appealing identity of its own. There's some impressive editing on show here - the ad's only 20" long, but you really absorb the frenetic pace of what's going on. It really conveys the feeling of letting a shower wash away the lingering hustle and bustle of the day just gone.

Understatement is the message from Lynx as it promotes its range of slightly more cultured scents. Aimed at those wanting a more distinguished musk on a budget, Lynx has drafted in the world's finest perfumers... apparently. We're still getting used to its shift away from the emphasis on babe-magnetry. Let's see how it develops.

Although this is visually appealing, because of Lynx's recent heritage we're left waiting for the gag... and we can't help feeling disappointed when it doesn't come. As with a few other Lynx films, it feels like a piece of parody and that only builds the expectation of a funny pay-off. In the words of John McEnroe: "you cannot be serious!"

This latest from Lynx is as clever as it is funny. A young guy switches on the TV and - as he surfs the channels - a male VO with lifestyle-coach delivery gives a carpe diem pep talk about making the most of your hair while you have it. And what better to help you do that than Lynx's range of hair styling products?

Ker-ching! Powerlift, power dress, power up - that's what chaps should be doing on that tipping point of the week, Wednesdays. With a quick blast of Lynx you'll be good to go for just about anything. We admire the strategy of this campaign - there's no focus on a specific fragrance, just the suggestion that with a little olfactory assistance you can own each working day like no-one else.

You'd expect any ad that opened with "You have over 4,000 Mondays in your life" would put an instant dampener on your mood, but far from it with this powerhouse of a commercial from Lynx. Wanna be the man? No - make him want to be you. With a range of fine fragrances at your disposal, you can be a winner every day of the week; a playa tough enough to eat tofu and not gag.

There was an item in the news the other day about a London hairdresser who had a visit from the North Korean embassy because they'd had the temerity to suggest the country's beloved leader has a shit haircut so we can only imagine what reprisals BBH might face if Kim Jong-un's loyal confederates ever figure out that he's the satirical target of this campaign.

Bronzed, built lifeguard saves damsel in distress from the maw of a deadly shark. All a-quiver, she gazes into her rescuer's limpid eyes - until she spots, shimmering in the heat of the beach - an astronaut. Another in the Lynx campaign promoting the chance for guys to get heroically shot into space, making them babe-magnets for life.

This splendid film for Lynx demonstrates that there's no pleasing some women... a good-looking fireman pulls off an unlikely rescue and you'd imagine that he would be the recipient of unending gratitude (and sexual favours) but not at all. For she has spotted an astronaut and "nothing beats an astronaut... ever".

Is Lynx taking their advertising a giant leap too far? No longer is it enough for men to smell irresistible to women - now they have to go into space and "come back a hero" according to Buzz Aldrin, looking scarily like a galvanised corpse. Wannabe spacewomen up and down the land will be pressurising Dove to offer them the same chance.